Tredinnick, Luke and Laybats, Clare (2017) The underdog effect and social media. Business Information Review, 32 (4). pp. 200-202. ISSN 1741-6450
|
Text
TheUnderdogEffect-2.pdf - Accepted Version Download (578kB) | Preview |
Abstract / Description
Social media platforms have removed many of the entry barriers for global communications and global brand marketing. It is as easy to create and manage a twitter feed if you are a micro-organisation as it is if you are a global player. In the social media sphere the political outsider can compete on a par with the frontrunners. What is needed are the skills to craft a message that appeals within the social media sphere. But removing barriers to entry does not necessarily level the existing playing field: it sometimes tilts the field against the established players.
Item Type: | Article |
---|---|
Uncontrolled Keywords: | social media platforms; world wide web; digital communications; professional practice; corporate communications; populist political movements |
Subjects: | 000 Computer science, information & general works > 020 Library & information sciences |
Department: | School of Computing and Digital Media |
Depositing User: | Luke Tredinnick |
Date Deposited: | 25 Nov 2019 12:16 |
Last Modified: | 25 Nov 2019 12:16 |
URI: | https://repository.londonmet.ac.uk/id/eprint/3805 |
Downloads
Downloads per month over past year
Downloads each year
Actions (login required)
![]() |
View Item |